Moms are actively using social media and spreading buzz about their activities, likes, preferences, coupons. We knew that. But sometimes we get lost in the tactics and think that any approach du jour will work when it comes to reaching moms online. There are many segments to this group: those with children at home, new moms, expecting moms, those with toddler, those with teenagers. And they all behave differently, as they have varying needs for information and communication.
Here are some interesting findings from a study conducted for the Retail Advertising and Marketing Association by BIGresearch that bring some clarity to our perspective about marketing to moms through social media: Women with children at home are more likely than average adults to use Facebook (60 vs. 50 percent), MySpace (42 vs. 34 percent), and Twitter (17 vs. 15 percent) than average adults. Additionally, 15.3% maintain their own blog.
Among these channels, Facebook is clearly the heavy weight one. Next steps will be in finding ideas that will cut through the clutter on Facebook and communications that will offer enough value to these busy moms that they will revert their attention from personal conversations to marketing messages.